Campaign Development · case study
Chance the Rapper
“Juice”
- role
- Director · Producer
- client
- Chance the Rapper × Lyrical Lemonade
- year
- 2024
- 10+ Videos
- 50+ Photos
- 26 Chicago Influencers
- 1M+ Reach Across Instagram, X, and YouTube
Overview
Ten years of Acid Rap, marked with a limited-edition can from Chance the Rapper and Lyrical Lemonade. The brief: a hero commercial and photos that felt like Chicago, with some of the city’s best artists in it.
Approach & Concept
Lyrical Lemonade’s idea: Chicago’s own pass the can across the city’s most iconic backdrops. We gave the can a mind of its own, a nod to the old Chef Boyardee spots, and wrote an open and a close so it plays as one story.
Priorities & Challenges
Keep it Chicago-first, and fit actors, artists, musicians, business owners and TV hosts into one story that still moves.
Solution
A hero commercial, social cuts and photos, all out the same day. Every cameo, from Cubs all-star Ian Happ and ABC7’s Val Warner to Twista and local small businesses, posted their piece and tagged the next, so people followed the can from feed to feed.
Results
1M+ reach across Instagram, X, and YouTube.